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Elizabeth Albrych has a challenging post about the problem of gaining media attention for small companies. These problems lead her to argue that media relations is dying.

I had thought so too, at the point when PR practitioners began acquiring the tools to communicate directly with the public. The problem is, the public won’t listen to you until you’re on their radar – so you probably need media publicity to start the awareness process (as Al and Laura Ries would argue).

Media relations may be dying, but the patient will cling on for a while longer (I’m hoping at least until I sit down to write a chapter on the subject this summer).